maybe you pick up the local newspaper or magazine and there's the ad. you feel good about it. there are ways. there are magazines. if you hint that you are willing to advertise more, you can ask them to perform a special survey of the readers to see if they recalled your ad, they do a post and after publication. if you want to know, you have to put a code in. have an 800 number or some kind of thing. there has to be a code to track it. otherwise, you don't know. there's no way. >> is there any place, brian, for small businesses where you can track every dollar and see your return on it. if you don't have a big budget, should you spend any money on traditional media? >> i wouldn't. i'm a wayne gretzky fan and there's a famous quote, why, wayne, are you so much better than the other hockey players. i skate where the puck is going. everyone else skates where the puck is. that's the case with marketing. the reason print business is shrinking, it's hard to track it. i think of my dad versus myself. my dad read a lot of newspapers and magazines, got a lot of mail every day. i don't